Summary

This tool builds the baseline for many journeys across the website.

Timeline of Activity

Activity Timeline

Overview of the reporting time frame within this analysis. Major milestones or changes will be added to the time line below as the site gains new or changed content.

Summary of Website Journeys

Top line Journey Results

All major journeys across the National Trust website areas.The baseline is created from the last 30 days of data in the pre-launch phase of the previous CMS website.

All Journeys

Landing Pages

First pages of a user journey.

Device

Journeys from specfic devices or operating systems.

Commercial

Any journey that contains a commercial journey.

Top Level

Journeys from the home page onward to other significant areas of the website.

Property Pages

Journeys to a NT property page.

Discovery

Journeys categorised as a research or discovery journey.

Baseline Table

journey_name journey_type Visits_mean % New Visits_mean % Repeat Visits_mean New Visits_mean Repeat Visits_mean
ALL Affiliates pre 1119 57.9% 42.1% 652 467
ALL Affiliates post 1793 55.9% 44.1% 1053 739
ALL Android pre 34787 48.7% 51.3% 16963 17823
ALL Android post 46425 48.1% 51.9% 22377 24048
ALL Apple iOS pre 52687 65.2% 34.8% 34370 18316
ALL Apple iOS post 68489 63.8% 36.2% 43497 24991
ALL Desktop pre 35480 59.2% 40.8% 20985 14494
ALL Desktop post 39483 58.9% 41.1% 23263 16218
ALL Direct Traffic pre 16455 66.6% 33.4% 10983 5470
ALL Direct Traffic post 21687 65.8% 34.2% 14304 7380
ALL Email pre 5370 38.6% 61.4% 2827 2543
ALL Email post 4342 42.2% 57.8% 2285 2057
ALL Holidays pre 10038 58.7% 41.3% 5929 4109
ALL Holidays post 9741 58.9% 41.1% 5765 3977
ALL Main Site pre 113495 58.8% 41.2% 66794 46704
ALL Main Site post 145442 57.8% 42.2% 83938 61509
ALL Mobile pre 79583 58.7% 41.3% 46752 32831
ALL Mobile post 105885 57.4% 42.6% 60637 45247
ALL Natural Search pre 83190 56.8% 43.2% 47291 35900
ALL Natural Search post 103679 55.3% 44.7% 57299 46382
ALL New Visitors pre 65248 99.9% 0.1% 65186 57
ALL New Visitors post 80950 99.9% 0.1% 80848 96
ALL Paid Social pre 1232 69.9% 30.1% 874 358
ALL Paid Social post 2376 73.5% 26.5% 1759 616
ALL PPC pre 11038 60.6% 39.4% 6702 4336
ALL PPC post 15700 59.6% 40.4% 9391 6309
ALL Repeat Visitors pre 57707 12.3% 87.7% 7128 50582
ALL Repeat Visitors post 73462 11.3% 88.7% 8299 65168
ALL SEO pre 81699 64.7% 35.3% 52907 28793
ALL SEO post 102350 63.7% 36.3% 65133 37219
ALL Shop pre 3223 60.2% 39.8% 1947 1276
ALL Shop post 3485 59.2% 40.8% 2067 1419
ALL Social pre 1653 82.6% 17.4% 1372 281
ALL Social post 1557 83.9% 16.1% 1305 252
ALL Tablet pre 7871 57.8% 42.2% 4562 3308
ALL Tablet post 9022 57.9% 42.1% 5229 3792
ALL Visits pre 122956 58.7% 41.3% 72314 50639
ALL Visits post 154412 57.8% 42.2% 89146 65264
Commercial: Donate Checkout Steps 1-2 pre 174 NA NA NA NA
Commercial: Donate Checkout Steps 1-2 post 150 NA NA NA NA
Commercial: Holidays Checkout Steps 1-4 pre 213 NA NA NA NA
Commercial: Holidays Checkout Steps 1-4 post 180 NA NA NA NA
Commercial: Membership Checkout Steps 1-4 pre 1737 NA NA NA NA
Commercial: Membership Checkout Steps 1-4 post 2474 NA NA NA NA
Commercial: Renew Checkout Steps 1-3 pre 101 NA NA NA NA
Commercial: Renew Checkout Steps 1-3 post 191 NA NA NA NA
Commercial: Shop Checkout Steps 1-4 pre 244 NA NA NA NA
Commercial: Shop Checkout Steps 1-4 post 204 NA NA NA NA
Days Out Entry pre 1912 28.1% 71.9% 543 1369
Days Out Entry post 2825 29.2% 70.8% 841 1984
Days Out to Places Map pre 3487 31.5% 68.5% 1106 2381
Days Out to Places Map post 4225 32.0% 68.0% 1364 2862
Days Out to Places Search pre 9209 34.7% 65.4% 3208 6002
Days Out to Places Search post 11118 35.1% 64.9% 3936 7183
Days Out to Property Page pre 3488 33.0% 67.0% 1158 2330
Days Out to Property Page post 4807 33.3% 66.7% 1611 3196
Email: Any Engagement with Newsletter pre 5993 25.2% 74.8% 2668 3324
Email: Any Engagement with Newsletter post 4834 26.5% 73.5% 2054 2780
Holidays Entry pre 2392 29.8% 70.2% 713 1679
Holidays Entry post 2159 32.2% 67.8% 700 1459
Holidays: Any Holidays Page to Step 1 pre 388 15.4% 84.6% 62 326
Holidays: Any Holidays Page to Step 1 post 344 16.9% 83.1% 59 286
Home to Art pre 214 30.9% 69.1% 65 150
Home to Art post 202 35.4% 64.6% 71 131
Home to Days Out pre 4666 30.4% 69.6% 1423 3243
Home to Days Out post 4594 30.3% 69.7% 1398 3196
Home to Donate Form pre 103 23.1% 76.9% 22 81
Home to Donate Form post 117 20.7% 79.4% 24 93
Home to Holidays pre 750 24.6% 75.4% 184 566
Home to Holidays post 759 25.6% 74.4% 194 565
Home to Join pre 2484 33.2% 66.8% 830 1655
Home to Join post 3290 33.2% 66.8% 1092 2199
Home to Our Cause pre 492 28.8% 71.2% 140 352
Home to Our Cause post 523 31.4% 68.6% 162 361
Home to Search Results pre 3340 26.8% 73.2% 898 2442
Home to Search Results post 3675 26.5% 73.5% 977 2699
Home to Shop pre 918 28.6% 71.4% 263 654
Home to Shop post 924 29.8% 70.2% 275 649
Home to Support pre 268 25.0% 75.1% 65 202
Home to Support post 286 28.1% 71.9% 80 207
Homepage Entry pre 13990 34.1% 65.9% 4777 9214
Homepage Entry post 17435 33.6% 66.4% 5865 11571
Join Us Entry pre 10091 39.4% 60.6% 3991 6100
Join Us Entry post 14798 40.4% 59.6% 5992 8807
Members Area Entry pre 1742 23.8% 76.2% 673 1069
Members Area Entry post 582 22.5% 77.5% 193 390
Membership: Join Us pre 3434 33.6% 66.4% 1163 2271
Membership: Join Us post 4770 33.8% 66.2% 1617 3153
Membership: Renew pre 463 31.2% 68.8% 144 319
Membership: Renew post 671 31.8% 68.2% 214 457
Property Page Seen pre 81636 57.9% 42.1% 47293 34346
Property Page Seen post 105845 56.7% 43.3% 59998 45852
Shop Entry pre 2065 23.8% 76.2% 478 1587
Shop Entry post 1542 29.9% 70.2% 460 1082
Shop: Any Shop Page to Step 1 pre 518 25.2% 74.9% 130 388
Shop: Any Shop Page to Step 1 post 530 26.0% 74.0% 137 392

Journeys in Detail

Journey Performance

Baseline Summary

Below is a summary of the website journeys looking at data from Dec 23 to Jun 19.
This table is sorted by the difference between the baseline and the new site baseline difference percentage. Poor performing new journeys should come to the top.

Journey Name Baseline Visits New Site Visits Avg. % Visits Diff.
Members Area Entry 1742 582 -66.6
Shop Entry 2065 1542 -25.3
Email: Any Engagement with Newsletter 5993 4834 -19.3
ALL Email 5370 4342 -19.1
Commercial: Shop Checkout Steps 1-4 244 204 -16.4
Commercial: Holidays Checkout Steps 1-4 213 180 -15.5
Commercial: Donate Checkout Steps 1-2 174 150 -13.8
Holidays: Any Holidays Page to Step 1 388 344 -11.3
Holidays Entry 2392 2159 -9.7
ALL Social 1653 1557 -5.8

Below is a summary of the total number of journeys which are higher or lower than their baseline.

Journeys Higher or Lower than Baseline # No. 
Lower 13
Higher 35

Journey Heatmap

Anomaly Analysis By Journey

Below is the count of anomalies detected for each journey, this is sorted by the number detected in the post launch period. Journeys higher up this list will need more investigation than lower journeys.

Positive anomalies are where the visit data exceeded the upper boundary of the data window. Negative anomalies are where the visit data fell below the lower boundary of the data window. The Net value is an overall count of the anomalies: (Positive Anomalies - Negative Anomalies = Net).

Higher negative values for Net columns indicate the journey fell below the expected amounts for the journey. 1 Anomaly = 1 day where the data was above or below expectations.

Pre Launch Anomalies
Post Launch Anomalies
Journey Name Positive Negative Net Positive Negative Net
Home to Support 4 12 -8 0 50 -50
Home to Our Cause 3 5 -2 2 48 -46
Home to Art 3 8 -5 2 31 -29
Home to Donate Form 2 12 -10 1 30 -29
Home to Shop 5 12 -7 0 26 -26
Home to Search Results 10 15 -5 0 18 -18
Home to Days Out 12 13 -1 1 16 -15
Home to Holidays 4 5 -1 0 15 -15
Home to Join 3 8 -5 2 17 -15
Days Out to Property Page 9 11 -2 1 14 -13
Shop: Any Shop Page to Step 1 4 13 -9 0 13 -13
Holidays Entry 3 6 -3 2 14 -12
Membership: Renew 6 4 2 3 15 -12
Days Out to Places Map 3 9 -6 1 12 -11
Days Out to Places Search 10 11 -1 2 12 -10
Membership: Join Us 2 15 -13 3 13 -10
Commercial: Membership Checkout Steps 1-4 1 20 -19 1 10 -9
Days Out Entry 9 9 0 2 11 -9
Homepage Entry 8 11 -3 2 11 -9
Commercial: Shop Checkout Steps 1-4 2 5 -3 0 8 -8
Join Us Entry 4 2 2 2 10 -8
Commercial: Holidays Checkout Steps 1-4 4 9 -5 1 5 -4
ALL New Visitors 7 4 3 4 6 -2
ALL Android 9 5 4 5 6 -1
ALL Direct Traffic 0 0 0 8 9 -1
ALL Mobile 9 7 2 5 6 -1
ALL Visits 8 4 4 4 5 -1
ALL Desktop 7 1 6 3 3 0
ALL Main Site 5 5 0 5 5 0
ALL Repeat Visitors 7 7 0 5 5 0
Holidays: Any Holidays Page to Step 1 6 8 -2 1 1 0
Property Page Seen 11 11 0 4 4 0
Shop Entry 8 7 1 0 0 0
ALL Apple iOS 10 6 4 6 5 1
ALL Holidays 18 5 13 1 0 1
ALL Natural Search 14 11 3 5 4 1
ALL SEO 12 13 -1 5 4 1
ALL Tablet 8 1 7 3 2 1
Commercial: Donate Checkout Steps 1-2 1 2 -1 3 2 1
Members Area Entry 11 1 10 1 0 1
ALL Email 5 2 3 2 0 2
ALL PPC 3 4 -1 5 3 2
Email: Any Engagement with Newsletter 13 2 11 2 0 2
ALL Affiliates 10 6 4 12 9 3
ALL Paid Social 0 0 0 3 0 3
ALL Shop 6 3 3 4 0 4
ALL Social 6 3 3 4 0 4
Commercial: Renew Checkout Steps 1-3 7 2 5 10 3 7

Commercial Analysis

Membership

Insights:

Summary

Insight for Journey: Commercial: Membership Checkout Steps 1-4

Evaluating metric: Visits

  • [Min] The lowest amount of Visits was 1065 observed on 18 Feb.

  • [Max] During this period, the amount of Visits peaked at 5087 on 15 Apr.

  • [Average] This was -49.7% less than the average of 2117.

  • [Spike] The most recent peak in Visits increased notably on 02 May, where a significant peak of 3969 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was POSITIVE over the last 7 days the trend has been NEGATIVE. This is a 3.6% difference from the previous week.

Funnel

Week on Week performance

Membership funnel completions through the journey.
Previous Week: 05-Jun to 11-Jun.
Last 7 Days: 12-Jun to 18-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Membership funnel completions through the checkout journey, this variation includes the Join Us page prior to the start of the Membership funnel journey.
Previous Week: 05-Jun to 11-Jun.
Last 7 Days: 12-Jun to 18-Jun.

Hover over for fallout details at each stage.

Revenue

Insight for Journey: Commercial: Membership Checkout Steps 1-4

Evaluating metric: Membership Revenue (ev5)

  • [Min] The lowest amount of Membership Revenue (ev5) was £45916.4 observed on 02 Mar.

  • [Max] During this period, the amount of Membership Revenue (ev5) peaked at £204457.2 on 15 Apr.

  • [Average] This was -48.1% less than the average of £88460.

  • [Spike] The most recent peak in Membership Revenue (ev5) increased notably on 02 May, where a significant peak of £156998.4 Membership Revenue (ev5) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -4.5% difference from the previous week.

Sales

Insight for Journey: Commercial: Membership Checkout Steps 1-4

Evaluating metric: Membership Step 4.0 - Confirmation (Serialized) (ev26)

  • [Min] The lowest amount of Membership Step 4.0 - Confirmation (Serialized) (ev26) was 349 observed on 18 Feb.

  • [Max] During this period, the amount of Membership Step 4.0 - Confirmation (Serialized) (ev26) peaked at 1669 on 15 Apr.

  • [Average] This was -51.4% less than the average of 718.

  • [Spike] The most recent peak in Membership Step 4.0 - Confirmation (Serialized) (ev26) increased notably on 02 May, where a significant peak of 1300 Membership Step 4.0 - Confirmation (Serialized) (ev26) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was POSITIVE over the last 7 days the trend has been NEGATIVE. This is a 3.8% difference from the previous week.

Metrics

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirm £ Revenue
05 - 11 June Commercial: Membership Checkout Steps 1-4 5633 4773 4400 4036 500517
12 - 18 June Commercial: Membership Checkout Steps 1-4 5426 4575 4246 3898 480628

Channels

Membership conversions by Channel. Start: 2022-06-12 to 2022-06-19.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 101.

Forecast

Renewals

Insights:

Summary

Insight for Journey: Commercial: Renew Checkout Steps 1-3

Evaluating metric: Visits

  • [Min] The lowest amount of Visits was 39 observed on 18 Mar.

  • [Max] During this period, the amount of Visits peaked at 444 on 23 Apr.

  • [Average] This was -75.5% less than the average of 159.

  • [Spike] The most recent peak in Visits increased notably on 20 May, where a significant peak of 379 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a 0.2% difference from the previous week.

Funnel

Week on Week performance

Renewal funnel completions through the journey.
Previous Week: 05-Jun to 11-Jun.
Last 7 Days: 12-Jun to 18-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Renewal funnel completions through the checkout journey, this variation includes the Join or Renew page traffic prior to the start of the funnel journey.
Previous Week: 05-Jun to 11-Jun.
Last 7 Days: 12-Jun to 18-Jun.

Hover over for fallout details at each stage.

Revenue

Insight for Journey: Commercial: Renew Checkout Steps 1-3

Evaluating metric: Renew Revenue - Serialized (ev79)

  • [Min] The lowest amount of Renew Revenue - Serialized (ev79) was £1297.8 observed on 18 Mar.

  • [Max] During this period, the amount of Renew Revenue - Serialized (ev79) peaked at £28279.28 on 23 Apr.

  • [Average] This was -83.5% less than the average of £7871.

  • [Spike] The most recent peak in Renew Revenue - Serialized (ev79) increased notably on 20 May, where a significant peak of £24130.24 Renew Revenue - Serialized (ev79) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a 0.7% difference from the previous week.

Sales

Insight for Journey: Commercial: Renew Checkout Steps 1-3

Evaluating metric: Renew Step 3.0 - Confirmation - Serialized (ev76)

  • [Min] The lowest amount of Renew Step 3.0 - Confirmation - Serialized (ev76) was 13 observed on 18 Mar.

  • [Max] During this period, the amount of Renew Step 3.0 - Confirmation - Serialized (ev76) peaked at 296 on 23 Apr.

  • [Average] This was -84% less than the average of 81.

  • [Spike] The most recent peak in Renew Step 3.0 - Confirmation - Serialized (ev76) increased notably on 20 May, where a significant peak of 260 Renew Step 3.0 - Confirmation - Serialized (ev76) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a 0.5% difference from the previous week.

Metrics

Date Range Journey Name Step 1 Step 2 Step 3 - Confirm £ Revenue
05 - 11 June Commercial: Renew Checkout Steps 1-3 870 862 576 56975
12 - 18 June Commercial: Renew Checkout Steps 1-3 390 372 266 27686

Channels

Renewals conversions by Channel. Start: 2022-06-12 to 2022-06-19.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 91.

Forecast

Holidays

Insights:

Summary

Insight for Journey: Commercial: Holidays Checkout Steps 1-4

Evaluating metric: Visits

  • [Min] The lowest amount of Visits was 110 observed on 24 Dec.

  • [Max] During this period, the amount of Visits peaked at 476 on 30 Dec.

  • [Average] This was -53% less than the average of 234.

  • [Spike] The most recent peak in Visits increased notably on 16 Jan, where a significant peak of 434 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a 0% difference from the previous week.

Funnel

Week on Week performance

Holidays funnel completions through the journey.
Previous Week: 05-Jun to 11-Jun.
Last 7 Days: 12-Jun to 18-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Holidays funnel completions through the checkout journey, this variation includes the any page in the Holidays section prior to the start of the funnel journey. Previous Week: 05-Jun to 11-Jun.
Last 7 Days: 12-Jun to 18-Jun.

Hover over for fallout details at each stage.

Revenue

Insight for Journey: Commercial: Holidays Checkout Steps 1-4

Evaluating metric: Holidays Booking Total Revenue (Serialised) (ev125)

  • [Min] The lowest amount of Holidays Booking Total Revenue (Serialised) (ev125) was £13654.6 observed on 15 Jun.

  • [Max] During this period, the amount of Holidays Booking Total Revenue (Serialised) (ev125) peaked at £104127.55 on 08 Jan.

  • [Average] This was -67.3% less than the average of £41759.

  • [Spike] The most recent peak in Holidays Booking Total Revenue (Serialised) (ev125) increased notably on 30 Jan, where a significant peak of £84188.2 Holidays Booking Total Revenue (Serialised) (ev125) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -4% difference from the previous week.

Sales

Insight for Journey: Commercial: Holidays Checkout Steps 1-4

Evaluating metric: Holidays Booking Step 4.0 - Confirmation - Serialised (ev134)

  • [Min] The lowest amount of Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) was 15 observed on 16 Apr.

  • [Max] During this period, the amount of Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) peaked at 129 on 08 Jan.

  • [Average] This was -65.9% less than the average of 44.

  • [Spike] The most recent peak in Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) increased notably on 15 Jan, where a significant peak of 88 Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -0.6% difference from the previous week.

Metrics

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirm £ Revenue
05 - 11 June Commercial: Holidays Checkout Steps 1-4 292 262 246 234 235329
12 - 18 June Commercial: Holidays Checkout Steps 1-4 292 247 242 229 228230

Channels

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 66.

Forecast

Shop

Summary

Insight for Journey: Commercial: Shop Checkout Steps 1-4

Evaluating metric: Visits

  • [Min] The lowest amount of Visits was 86 observed on 10 Jan.

  • [Max] During this period, the amount of Visits peaked at 981 on 30 Dec.

  • [Average] This was -61.6% less than the average of 224.

  • [Spike] The most recent peak in Visits increased notably on 22 Jan, where a significant peak of 713 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was POSITIVE over the last 7 days the trend has been NEGATIVE. This is a 2.6% difference from the previous week.

Funnel

Week on Week performance

Shop funnel completions through the checkout journey.
Previous Week: 05-Jun to 11-Jun.
Last 7 Days: 12-Jun to 18-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Shop funnel completions through the checkout journey, this variation includes the any page in the Shop section prior to the start of the funnel journey. Previous Week: 05-Jun to 11-Jun.
Last 7 Days: 12-Jun to 18-Jun.

Hover over for fallout details at each stage.

Revenue

Insight for Journey: Commercial: Shop Checkout Steps 1-4

Evaluating metric: Shop - Revenue

  • [Min] The lowest amount of Shop - Revenue was £0 observed on 09 Jan.

  • [Max] During this period, the amount of Shop - Revenue peaked at £18773.73 on 30 Dec.

  • [Average] This was -100% less than the average of £3231.

  • [Spike] The most recent peak in Shop - Revenue increased notably on 08 Jun, where a significant peak of £8509.56 Shop - Revenue was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -13.2% difference from the previous week.

Sales

Insight for Journey: Commercial: Shop Checkout Steps 1-4

Evaluating metric: Shop - Order Step 4 - Order Confirmation (Serialized) (ev182)

  • [Min] The lowest amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was 0 observed on 09 Jan.

  • [Max] During this period, the amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) peaked at 499 on 30 Dec.

  • [Average] This was -100% less than the average of 77.

  • [Spike] The most recent peak in Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) increased notably on 22 Jan, where a significant peak of 342 Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was POSITIVE over the last 7 days the trend has been NEGATIVE. This is a 2.7% difference from the previous week.

Metrics

Here is the individual trends for shop sales. Add Revenue events too.

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirm £ Revenue
05 - 11 June Commercial: Shop Checkout Steps 1-4 935 713 707 654 28397
12 - 18 June Commercial: Shop Checkout Steps 1-4 981 710 706 634 22612

Channels

Shop conversions by Channel. Start: 2022-06-12 to 2022-06-19.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 10.

Forecast

Search Analysis

Events

Events with No Data

The following events have no data for the report period:

event Name Description Type
event7 National Newsletter Sign Up Step 1.0 (ev7) - int
event16 Holidays Newsletter Sign Up Step 1.0 (ev16) - int
event38 National Newsletter Sign Up Step 2.0 (ev38) - int
event40 Holidays Newsletter Sign Up Step 2.0 (ev40) - int
event140 Holidays Brochure Request - Finish (ev140) - int
event160 Commemorative Search - Step 1.0 (Serialized) (Legacy) Note: Functionality disabled 02/12/2020 Note: Serialization added 28/10/2020 Event to count step 1.0 of the commemorative search funnel int
event161 Commemorative Search - Step 2.0 (Serialized) (Legacy Note: Functionality disabled 02/12/2020 Note: Serialization added 28/10/2020 Event to count step 2.0 of the commemorative search funnel int
event162 Commemorative Search - Step 3.0 (Serialized) (Legacy) Note: Functionality disabled 02/12/2020 Note: Serialization added 28/10/2020 Event to count step 3.0 of the commemorative search funnel int
event163 Commemorative Search - Step 4.0 - Confirmation (Serialized) (Legacy) Note: Functionality disabled 02/12/2020 Note: Serialization added 28/10/2020 Event to count step 4.0 of the commemorative search funnel int
event183 Shop - Newsletter Sign Up Step 1.0 (ev183) - int
event184 Shop - Newsletter Sign Up Step 2.0 (ev184) - int
event185 Shop - Newsletter Sign Up Step 3.0 (Complete) (ev185) - int
event194 UGC - Your Story Step 1.0 - Your Story (Serialized) Note: Serialization added 28/10/2020. Data before this date is not serialized. int
event195 UGC - Your Story Step 2.0 - Your Details (Serialized) Note: Serialization added 28/10/2020. Data before this date is not serialized. int
event196 UGC - Your Story Step 3.0 - Preview (Serialized) Note: Serialization added 28/10/2020. Data before this date is not serialized. int
event197 UGC - Your Story Step 4.0 - Complete (Serialized) Note: Serialization added 28/10/2020. Data before this date is not serialized. int
event212 COVID-19 - Payment Break - Step 1.0 (Legacy) Legacy. Event not serialised. This funnel was replaced on 22/10/2020 by the Combined payment break funnel. int
event213 COVID-19 - Payment Break - Step 2.0 (Legacy) Legacy. Event not serialised. This funnel was replaced on 22/10/2020 by the Combined payment break funnel. int
event214 Payment Break - Step 1.0 (Serialised)

Counter for the number of Combine Payment Breaks starts. Updated on 22/10/2020.

Previously this metric was: COVID-19 Discount on Renewal - Step 1.0. This metric was not serialised. 		int
event217 Payment Break - Step 2.0 - Failed (Serialised) Counter of the number of times a user has completed the Payment Breaks/Discounts funnel but does not have any accepted memberships (all memberships are declined) int

Events with Minimal Data

The following events have minimal data for the report period, defined as having a total value below 100 in the assessed timeframe:

event Name Description Type Event Total
event8 National Newsletter Sign Up Step 3.0 (Complete) (ev8) - int 18
event17 Holidays Newsletter Sign Up Step 3.0 (Complete) (ev17) - int 6
event19 Membership Payment Declined (ev19) - int 14
event36 Brand Modal Clicks (ev36) Counts 1 every time a brand modal box is opened int 35
event41 Holidays Newsletter Unsubscribe Complete (ev41) - int 2
event43 Tweet This Clicks (ev43) - int 47
event112 Donate Payment Declined (ev112) - int 6
event117 Donate DIY Fundraising Step 1.0 - Your Details (Serialized) (ev117) Serialized event to count step 1.0 only once per DIY Fundraisingapplication ID int 13
event118 Donate DIY Fundraising Step 2.0 - Kit Request Complete (Serialized) (ev118) erialized event to count step 2.0 only once per DIY Fundraisin gapplication ID int 2
event135 Holidays - Campsite Booking Clicked Counts the number of users who clicked through the “Check prices and Availability” exit link to Campsitebookings.nationaltrust.org.uk (On Campsite Holiday pages only) int 2
event137 Holidays Booking - Billing Address Updated (ev137) - int 27
event139 Holidays Booking - Optional Extras Updated (ev139) - int 8
event141 Holidays Brochure Request - Start (ev141) - int 39
event186 Shop - Newsletter Unsubscribe Complete (ev186) - int 5
event203 CPC - Unknown Supporter Step 2.0 Complete (Serialised) (ev203) - int 47
event215 Payment Break - Step 2.0 - Success (Serialised)

Counter for the number of Combine Payment Breaks successful completes. Updated on 22/10/2020.

Previously this was: COVID-19 Discount on Renewal - Step 2. This metric was not serialised. and did not distinguish between successful and failed attempts 		int 1

Forecasts

In the plots below:

  • [Black dots] Represent actual visit data for the journey.
  • [Blue lines] Displays the forecast.
  • [Light blue] Ribbon indicates uncertainty intervals.
  • [Red Solid and Dashed] Indicate a significant changepoint in the data.

Last Run Date: ‘21 June, 2022’
This process took 8.45298683245977 minutes to run.

 

Developed in R by Alan Millington

Alan.Millington@nationaltrust.org.uk